During my presentation, I explained the 6 “Worst Landing Page Mistakes” I have recognized in mys 15 years of experience in conversion optimization and online marketing:

1. Worst Landing Page mistakes:
Most Common vs. Most Costly
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2. "Why am I here?"
● Your Landing Pages are not healthy - and not
converting well.
● You are responsible for the Landing pages for your
company - and you need to look like a hero for getting
the most out of them.
● You have read more "Common Mistakes..." than you
can count.
● You are waiting for someone to tell you what to do.

3. Dustin Sparks
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5. Costly vs. Common Mistakes
● There are plenty of lists - and these are fine - some are
actually very good. But this is to get down to REAL
things you need to be doing.
● If it is common it is not knowledge and if it is really
knowledge - it is not common.
● I want to focus on the mistakes that are costing you lost
$$ and lost opportunity.

6. Mistake #1.
Speaking to all visitors the same.
a. Top of the Funnel
i. Not sure how they got here
ii. Respond well to "lists" "Did you know.."
b. Middle of the Funnel
i. Read the lists, have heard of you
ii. "Follow you" on Social, or Googled you
c. Bottom of the Funnel
i. Ready to buy
ii. Ready to talk to someone
d. Conversion!

7. Mistake #2.
Not A/B Testing. Or, not comparing 2 pages to
find which one performs better. Plain and
simple.
1. Define the control baseline (A) to help measure the difference or impact.
2. Create the "variation" (B) or the alternate version.
3. Versions "A" and "B" are simultaneously tested to measure which version
is more successful.
4. Evaluate results, tune and adjust accordingly. Setup the next test. Repeat

8. Mistake #2.
Not A/B Testing. Or, not comparing 2 pages to
find which one performs better. Plain and
simple.

9. Mistake #2.
Not A/B Testing. Or, not comparing 2 pages to
find which one performs better. Plain and
simple.
"How long do I run an A/B test?"

10. Mistake #2.
"How long do I run an A/B test?"
Every business is different - Try for a minimum of 100
conversions. If it takes you 'forever' to get 100 conversions
- consider reviewing the results in a month.
The MORE visitors you have the LESS time you have to
run your A/B tests.

11. If you have a page that is converting at 5% and you want to
increase your conversions to 10%, and you run a SINGLE
A/B test with 100 visitors a day you will need to run your
test for approx 338 days.

12. If you have a page that is converting at 5% and you want to
increase your conversions to 10%, and you run a SINGLE
A/B test with 100 visitors a day you will need to run your
test for approx 338 days.
BUT if you increase the visitors from 100 to 1000 visitors a
day (thru Pay Per Click or other means), you only have to
run the test for 34 days!!

13. Mistake #2.
Not A/B Testing. Or, not comparing 2 pages to
find which one performs better. Plain and
simple.
"How long do I run an A/B test?"
"How to I interpret the test results?"

14. Mistake #2.
"How to I interpret the test results?"
● Don't look at JUST sales.
● Define success metrics.
● Review all areas of improvement.
a. Click through rates
b. Conversions
c. Bounce rates
d. Pageviews

15. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"

16. Good Examples.

17. Good Examples.

18. Bad Examples.

19. Bad Examples. (and this is a conversion company?!)

20. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"
b. "Big, fat headline" (your value proposition)

22. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"
b. "Big, fat headline" (your value proposition)
c. Key benefits

24. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"
b. "Big, fat headline" (your value proposition)
c. Key benefits
d. Clear call to action

25. Compare this button
To this button

26. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"
b. "Big, fat headline" (your value proposition)
c. Key benefits
d. Clear call to action
e. Supporting imagery

27. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"
b. "Big, fat headline" (your value proposition)
c. Key benefits
d. Clear call to action
e. Supporting imagery
f. Video Asset if available *Note
i. If you push a video (or any message) at a potential customer
that the customer has NOT requested will FAIL as a tactic in
gaining new customers, and by extension your revenue will
be affected.

28. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"
b. "Big, fat headline" (your value proposition)
c. Key benefits
d. Clear call to action
e. Supporting imagery
f. Video Asset if available
g. Ratings (Crucial)

29. Ratings
People are not only more likely to buy a 5-STAR item over a
4-Star item, they are more likely to PAY MORE for the 5-
STAR item.
Visitors who browse “Top Rated Products”, which feature
products rated most highly by customers, had a 59% higher
conversion rate than the site average and spent 16% more
per order than other browsers of products. (Bass Pro Shops).

30. Mistake #3.
Not Getting These Essential Best Practice
Tactics on your Landing Page.
a. "Drop the navigation"
b. "Big, fat headline" (your value proposition)
c. Key benefits
d. Clear call to action
e. Supporting imagery
f. Video Asset if available
g. Ratings (Crucial)
h. Reviews (Crucial)

31. Reviews
63% of consumers indicate they are more likely to purchase
from a site if it has product ratings and reviews. (Major
consumer electronics retailer/iPerceptions study).
Compared to a base group that didn’t read or contribute
product reviews at all, people who read a review were 30%
more likely to purchase a product and visitors who wrote a
review were 80% more likely to convert, based on analysis
across several Coremetrics clients. (Coremetrics, reported in
BtoB).

32. Mistake #4.
Not using a customized "Thank You" page.
Tell the lead/customer what to do next, what to
expect.
Encourage them to "Connect" or "Follow You".

34. Mistake #5.
Not turning on the "traffic faucet."
You can optimize and plan but it is not a "PARTY" until the guests arrive.
PPC is the fastest want to get this traffic.
Make ad budget decisions. Keep in mind that if you spend a tiny amount
on advertising, expect your results to reflect your investment.
Google Ads and Facebook Ads are great and have plenty of resources
available & allow for excellent segmentation.
You want to have it recurring, controllable, and stable so you can repeat
it.

35. Mistake #6.
Not turning on the "Closing the loop".
● Messaging in place for the right "Funnel Parts"
● A/B Test in place.
● Essential Best Practice Tactics in place
● Great thank you page
● Recurring, controllable, and stable) traffic in place.
But what are you doing with the visitors?
You need an email service provider (ESP) like Aweber,
Mailchimp, Infusionsoft to "close the loop".

36. Recap.
1. Mistake #1 - Speaking to all visitors the same.
2. Mistake #2 - Not A/B Testing
3. Mistake #3 - Not Getting These Essential Best Practice Tactics on
your Landing Page.
4. Mistake #4 - Not using a customized "Thank You" page.
5. Mistake #5 - Not turning on the "traffic faucet."
6. Mistake #6 - Not closing the loop.
Get your pages and assets ready, then get your A/B Pages and in place -
and get to testing & converting!

37. Q & A.
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38. Download these 6 tactics in
this presentation.
http://tsseffect.com/landerapp
(I have over 100 more tactics
if you are ever interested - email me.)

39. [BONUS]
Social & Mobile

40. Bonus. "Free Shipping" Spikes
From - http://google.com/trends

41. Mistake #.
Not putting enough emphasis on Mobile.
Consider a responsive theme so you don't have
to manage 2 or more versions of the SAME
page.

44. Mistake #.
Not putting enough emphasis on Mobile.
Consider a responsive theme so you don't have
to manage 2 or more versions of the SAME
page.
Make sure the CTA is front and center, and if a
call is your goal - make sure the phone # is
front and center

45. Mistake #.
Not putting enough emphasis on Mobile.

46. Mistake #.
Not getting your Social Media integrated
correctly.
Adding Social Media images "Chicklets" is not
Social Media integrated correctly.

47. Twitter example.

48. LinkedIn example.

49. Facebook example.

50. Thank you :) Let me know how else I
can help.
Dustin Sparks
twitter.com/dustinsparks
linkedin.com/in/dustinsparks